Essay About Product Mechanics And New Product Development

Case Study
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Case Study Assignment
Carmen Calderon
University of Phoenix
GEN 480 – Interdisciplinary Capstone Course
Facilitator Scott Dion
August 3, 2006
Case Study Assignment
PART ONE: ANALYSIS
1. Describe all assumptions seen in any documents provided.
Kelly:
1. In order to make the August deadline, only one feature can be implemented to the existing
prototype.
2. The employees in the marketing department arent aware of product mechanics.
3. Adjusting to a new product development and continuing current service is not feasible at
this time.
4. The quality of the product is more important than the release date.
Pat:
1. The product will have features that have not yet been tested.
2. The deadline shouldnt be a problem for our technology team.
3. An increase in the product development budget is necessary to meet the August deadline.
4. Being the first company to market their product is more important.
5. A more updated product will require less effort since a prototype already exists.
6. The company will see positive earnings within a year of product release.
Cliff
1. A new product must be released in order for the company to remain competitive.
2. The budget can be cut back and the company could still release the new product by the
deadline.
3. The company needs to do something now in order to reinstate itself in the market.
Chris
1. Adding or changing features on the prototype shouldnt be a problem for the tech
department.
2. If the company releases a new product first, it will obtain a major part of the earnings.
3. The company needs to enter different areas of the market in order to increase revenue and
become a leader in its industry.
2. Explain the arguments made by each of these people.
Cliff OConnor:
Cliff believes that key changes are needed in order for the company to remain competitive in
the technology world. A more updated product needs to be created and launched by the
deadline in order to establish the companys success. Even with all the budget cuts, Cliff
believes the new product can be completed successfully and in time.
Pat Lambert:
Pat believes that launching the product first is more important than the quality of the product.
She states that a better product can be made the following year. She also believes that it
shouldnt be a problem coming up with a new product since the companys programmers are
the best.
Kelly Thomas:
Kelly believes that releasing a good quality product is more important than an early release
date just to beat competitors. He thinks that the other departments do not understand what it
takes to produce a product. Which is why he states that only one feature can be added to the
product by the release date.
Chris Martinas:
Chris believes that the company must become aggressive in order to remain successful. He
believes that along with a new product, the company should enter other areas in the market
in order to achieve this.
Evaluate each argument listed above as sound or unsound and why. Indicate whether
they are emotional or logical in nature.
Cliff OConnor:
Cliffs statements are sound and logical because key changes are needed in order for the
company to remain competitive. Not only does a new product need to be created, but high
returns need to increase quickly in order to establish the companys success.
Pat Lambert:
Pats statements are unsound and emotional because she doesnt understand the mechanics of
a product. She believes that launching the product first is more important than the quality of
the product and an improved product can be released the following year. She also states that
since a prototype already exists, it should be a problem for the tech department to come up
with the product by the deadline. She also wants to prove to everyone that she is good at her
job.
Kelly Thomas:
Kellys statements are sound and logical because of his experience with product
development, he understand what it takes to produce a good quality product. He takes pride
in his work and knows what it takes and how long it will take to come up with a quality
product.